We decided the best approach for Boiler Guide’s digital PR and link building strategy was to use a layered approach encompassing a wide array of the below tactics.
However, the majority of the techniques used can be filtered into the following categories:
- Creative content campaigns
- Thought leadership and feature opportunities
- ‘Traditional’ PR tactics and announcements
- Reactive opportunities and comments
The client, who has a high level of SEO knowledge, main KPIs and requirements for the site was predominantly focused on achieving a consistent stream of quality links into the domain as opposed to intermittent flurries of links coming in through quarterly campaigns, for example.
Using this layered approach has allowed us to take an “always-on” approach to link building, meaning we have been able to flex the tactics used each month depending on industry seasonality and the wider news agenda.
The campaigns we have focused on over the past 12 months have always been based around topics and content that Boiler Guide’s core audiences of homeowners, landlords and installers would find genuinely interesting and that the brand would be proud to also promote as a marketing asset. Some of the examples so far include:
Boilers on the Blink. This campaign used Boiler Guide’s own internal data to calculate how likely your boiler is likely to break down based on where you live in the UK. This compared the number of recorded boiler repair enquiries and compared it to the number of properties in the same location and was picked up by both the regional and industry press.
The names of the UKs most trusted traders. It turns out the tradesmen named Nigel are the most trusted in the UK, who knew? This campaign took a deep dive into review data from sites including Boiler Guide, Google My Business and Yell to work out the average ratings for the most common first names in the UK. Gary and Paul also fared well.
Customisable boiler cases. We also worked with Boiler Guide to produce a range of customisable boiler cases – the perfect accessory to ensure your boiler stands pride of place in your property! Options included the Liverpool FC branded version “You’ll never warm alone…” (sorry), The Throne and The Pat (Butcher inspired). While a fun campaign that showcased the human element of the brand, it also achieved links across the national, property and trade press including a full online feature in The Sun.
Other notable results and links over the past 12 months have come from more traditional PR tactics including an announcement of the company’s record year, commentary surrounding the Government’s ban on gas boilers from new builds from 2025 and general advice on how residents can reduce their carbon footprint and heating bills.
